The announcement was made at the Tezenis fashion show in Verona.
Siobhan Murray will look after Panache stockists in the South East.
The independent store will introduce new brands to the West Midlands.
Reality stars snapped in garments from the High Hopes collection.
The TOWIE star showed off her weight loss in the Camilla swimsuit.
Sophia Adams from London beat over 1000 entries to the top spot.
Networking sessions offered to exhibitors at Meet the Manufacturer.
The Britain's Got Talent judge wore the Alice corselette in pink.